CHANGE RHYTHM by GERMINAL COMUNICACIÓN for REGION OF MURCIA SYMPHONY ORCHESTRA

CHANGE RHYTHM

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Industry Cinemas, Theatres & Concert Halls, Transport, travel & tourism
Media Promo & PR
Market Spain
Agency GERMINAL COMUNICACIÓN
Creative Juan Cosme Pérez
Released July 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: REGION OF MURCIA SYMPHONY ORCHESTRA
Product/Service: SYMPHONY ORCHESTRA
Agency: GERMINAL COMUNICACIÓN
Date of First Appearance: Jul 15 2009 12:00AM
Entrant Company: GERMINAL COMUNICACIÓN, MURCIA, SPAIN
Creative: Juan Cosme Pérez (Germinal Comunicación)
Media placement: Promo&activation - Direct Response - 15/07/2009

Describe the objective of the promotion.
The campaign was conceived with a dual objective in mind. Firstly, to attract new clients: we felt that in order to enjoy classical music there was no need to be of a particular age or social class, nor to be an intellectual or wear a top hat. In order to achieve our objective, it was very important to break down existing stereotypes and prejudices, reaching out to everybody. Our second objective was to consolidate and foster loyalty amongst the Region of Murcia Symphony Orchestra’s existing audience.

Describe how the promotion developed from concept to implementation
We wanted to obtain maximum awareness, in order to attract the public’s attention. In order to do so, we carried out a campaign which involved placing a Louis XV chair in the street in some of the busiest parts of the city. On the upholstery of the chair, the slogan “change rhythm” and a hand inviting passers by to sit down can be seen. When passers by sat on the chair, they automatically set off an electronic mechanism that transformed the screeching noise of the city into a very well know piece of classical music.

Describe the success of the promotion with both client and consumer including some quantifiable results
The results of the campaign were enormously satisfactory: we achieved the high profile that we sought after: the action was called “Citizen’s Attention” and was widely commented, and even the local press wrote about it. All this had positive repercussions in terms of figures. For example, the average attendance was 37% greater than the year before and the number of ticket holders increased by 46%. This meant that last year the number of ticket holders just in one year increased from 758 to 1106. A giant leap if we consider that Murcia’s population is just 450,000 inhabitants.

Explain why the method of promotion was most relevant to the product or service
The strength of the campaign lay in the client and agency’s boldness in undertaking such a light-hearted and irreverent action for something as classical, forgive the pun, as a symphony orchestra playing classical music. Light-hearted because of the slogan 'change rhythm' and the mechanics of the action: sitting in a Louis XV chair to change a screeching noise to classical music.